Published by MBA Skool Team, Last Updated: January 01, 2018
Marketing Strategy of Xfinity analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Xfinity marketing mix, help the brand succeed.
Xfinity marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Xfinity Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Xfinity Product Strategy:
The product strategy and mix in Xfinity marketing strategy can be explained as follows:
Xfinity is one of the leading telecom companies. Its product line in its marketing mix includes consumer cable television, wireless services, telephone services, and Internet service. The product portfolio of Xfinity includes:
• Xfinity Internet – offers high speed-Ethernet service to small businesses as well along with households. The speciality of the services offered to these businesses is that it does not impose bandwidth cap on the Internet service provided to them
• Xfinity TV – it a cable/satellite Television service provided by Xfinity.
• Stream – to watch and stream TV shows and movies on the go
• Xfinity Home (Home Security and Automation) – It provides security solutions for the home with the help of CCTV, Alarms, and automation.
• VoIP – it provides calling options through internet
• Xfinity Voice – Landline Telephone Service
• Xfinity Mobile (Cellular Service) – this Mobile Virtual Network Operator (MVNO) was announced in April 2017. The data plans can be capped or unlimited.
• Wi-Fi – Xfinity provides Wi-Fi hotspots publicly to internet service users. In this, Xfinity’s home networks would serve both as private and public networks. It faced legal actions due to this move later.
Xfinity Price/Pricing Strategy:
Below is the pricing strategy in Xfinity marketing strategy:
The price of the service is based on different level of usage in case of Xfinity Internet, Xfinity TV, and Xfinity Voice.
It follows a differential pricing strategy which lets it have a hold on the market against its competitors. It offers basic services for a nominal fee and charges higher fees for specialized and premium services. Keeping in line with the competition, they price their products at par with the other competitors in the market. They also have different pricing strategies for different types of customers. For Internet services, it provides its users with different plans based on usage, bandwidth, speed, and economic options. They charged an additional fee for the modem/router on a monthly basis.
Xfinity Place & Distribution Strategy:
Following is the distribution strategy in the Xfinity marketing mix:
Xfinity has the largest market in Internet Service Providers with its market share of about 40 percent. It is one of the largest in the U.S. The sales were done in the form of B2B(Business to Business) or B2C(Business to Consumer). Its competitors are Verizon, DirecTV, Dish, U-verse, Century Link.
It provides services to over 25 million customers throughout the United States.
Xfinity Promotion & Advertising Strategy:
The promotional and advertising strategy in the Xfinity marketing strategy is as follows:
Comcast was rebranded to Xfinity during the year 2010. This was also the year when the 2010 Winter Olympics were held. It was considered to be one of the worst corporate renamings and it got into controversies for that. The promotional campaign of Xfinity includes all advertising channels such as Television, Print Ads, Digital Ads. It also provides its customers with various discount coupons and promotional offers so that they gain a strong hold on their customers and inspires repeat purchase. Xfinity also have differential pricing for different types of customers and different types of usage so that the customer gets exactly what he wants and gets to pay how much he wants to. They also run referral programs where you can refer your friends or relatives and get attractive benefits. They have promoted various teams of leagues like NBL, NFL, MLB, NHL, etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Xfinity.
Xfinity provides services to users who are moving their residence to a different location. They provide moving services for the equipment purchased from Xfinity. They are present in 38 states in the U.S. and have several physical stores in each state. They provide services to the households. The sales are done through a direct channel like direct sales representative or through an indirect channel like Solution Provider Program.
Xfinity is a subsidiary of Comcast Corporation and the Human Resource policies followed by them are similar to Comcast. They take their people very seriously. They are provided with attractive incentives, competitive pay structure. They are also provided with programs to groom themselves professionally and mentally. They have options to attend career development and personal development programs. They also take care of their employees in a way that they provide them with insurance, health care facilities, entertainment facilities, retirement benefits, etc.
Xfinity is a widely known name in the U.S. They are spread all over the country. They provide services based on your needs and how much you are willing to pay for the services. They used to have a direct salesperson until recently. But, they have come up with a Solution Provider Program. This is an indirect sales channel which allows you to choose amongst the variety of services provided by Xfinity. These sales are done to small businesses. They partner with sales representatives as a third party and they work on commissions. This completes the Xfinity marketing mix.
Xfinity is a Telephone service company. It is a subsidiary of Comcast Corporation. It was founded in 1981 as Comcast cable but since 2010 it runs under the brand Xfinity. “Its CEO is Dave Watson, the chairman is Brian L.
Roberts, and CFO is Catherine Avgiris.”Xfinity more than doubled its revenue from 2007 to 2016. The services are utilized by individuals, households, and businesses.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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